Pharma, insurance, and premium coffee look like three industries with nothing in common. Georgina Sala Gasol has owned the digital customer experience in all of them, leading design and experience at Roche, Zurich, and Nespresso for more than nine years, within a 15-year career in the field. She walks through the system behind that work: why her team organised itself around turning lookers into shoppers and shoppers into loyal customers instead of around web and app, how a cross-functional team turns company data into clusters of customer moments, and why only the moments that matter to both the customer and the business get a business case with real numbers. She covers how those moments get prioritised, building one experience with 40+ markets in three feedback rounds, rotating designers before squads go stale, and why AI makes deciding what to build the real job. Part operating manual, part leadership playbook.